What Happens Online Before a Consumer Ever Walks into a Grocery Store?
Customers’ mental gears turn for hours, even days, before making grocery decisions. According to Sullivan, Higdon, and Sink, shoppers under the age of 45 are researching online before they ever set foot in a grocery store—or enter the URL for online grocers like FreshDirect and Peapod. Forty-six percent of respondents in a July 2014 survey said they looked up recipes online on their computers or mobile devices before grocery shopping. A quarter researched the brand—or a particular product online—beforehand, emphasizing the importance of well-branded and easily navigable landing pages for food brands. Two in 10 respondents said they researched online for price comparisons or just to see what kinds of expenses they would undertake on their next grocery store run.
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